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    Gathering Information and Scanning The Environment: Marketing Management, 13 Ed

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    Gathering Information and Scanning The Environment: Marketing Management, 13 Ed

    Uploaded by

    NavneetMishra
    16 views14 pages
    Kotler 03

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    Kotler 03

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    Kotler 03

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    16 views14 pages

    Gathering Information and Scanning The Environment: Marketing Management, 13 Ed

    Uploaded by

    NavneetMishra
    Kotler 03

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
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    3

    Gathering Information and


    Scanning the Environment

    Marketing Management, 13th ed


    What is a
    Marketing Information System (MIS)?
    A marketing information system
    consists of people, equipment, and
    procedures to gather, sort, analyze,
    evaluate, and distribute needed, timely,
    and accurate information to
    marketing decision makers.

    3-2 Copyright 2009 Pearson Education, Inc. Publishing


    Table 3.1 Information Needs Probes
    What decisions do you regularly make?
    What information do you need to make these
    decisions?
    What information do you regularly get?
    What special studies do you periodically request?
    What information would you want that you are
    not getting now?
    What are the four most helpful improvements
    that could be made in the present marketing
    information system?

    3-3 Copyright 2009 Pearson Education, Inc. Publishing


    Internal Records and
    Marketing Intelligence

    Sales
    Order-to-Payment
    Information
    Cycle
    System

    Databases, Marketing
    Warehousing, Intelligence
    Data Mining System

    3-4 Copyright 2009 Pearson Education, Inc. Publishing


    Table 3.2
    Secondary Commercial Data Sources

    Nielsen SAMI/Burke

    MRCA Simmons

    Information
    Arbitron
    Resources, Inc.

    3-5 Copyright 2009 Pearson Education, Inc. Publishing


    Needs and Trends

    Fad

    Trend

    Megatrend

    3-6 Copyright 2009 Pearson Education, Inc. Publishing


    Trends Shaping the
    Business Landscape
    Profound shifts in Increase in demand for
    centers of economic natural resources
    activity Emergence of new
    Increases in public- global industry
    sector activity structures
    Change in consumer Ubiquitous access to
    landscape information
    Technological Management shifts
    connectivity from art to science
    Scarcity of well-trained Increase in scrutiny of
    talent big business practices

    3-7 Copyright 2009 Pearson Education, Inc. Publishing


    Environmental Forces

    Demographic

    Political-Legal Economic

    Technological Socio-Cultural

    Natural

    3-8 Copyright 2009 Pearson Education, Inc. Publishing


    Population and Demographics

    Population growth Educational groups


    Population age mix Household patterns
    Ethnic markets Geographical shifts

    3-9 Copyright 2009 Pearson Education, Inc. Publishing


    Household Patterns

    3-10 Copyright 2009 Pearson Education, Inc. Publishing


    Economic Environment
    Income Distribution
    Savings, Debt, and
    Credit

    Levis has responded to


    changes in income
    distribution by offering
    an upscale line and a
    mass market line

    3-11 Copyright 2009 Pearson Education, Inc. Publishing


    Natural Environment

    Shortage of
    raw materials

    Increased
    energy costs

    Anti-pollution
    pressures

    Governmental
    protections
    3-12 Copyright 2009 Pearson Education, Inc. Publishing
    Technological Environment

    Pace of change

    Opportunities
    for innovation

    Varying R&D
    budgets

    Increased regulation
    of change

    3-13 Copyright 2009 Pearson Education, Inc. Publishing


    Political-Legal Environment

    Increase in
    business legislation

    Growth of special
    interest groups

    3-14 Copyright 2009 Pearson Education, Inc. Publishing

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